Marketing, advertising & media intelligence

Since launching its 'Do your thing better' brand a few years back, Vodafone has generally looked for laughs rather than warm fuzzies (although it managed to tug a few heartstrings with its Warriors stunt on mother's day). But it decided to focus on the emotional power of connection for its Christmas push and it's taken Colmar Brunton's Ad Impact Award for its efforts.

Liz Wilson, Head of Consumer Brand & Comms, Vodafone said: "Christmas is a time when friends and families get together but sometimes it's not always possible to be with all of those you love. We wanted to celebrate this time of connection and show how, with a little help from technology, you can be together even if you aren't physically close."

Frontman James Rolleston has proven himself in both comedic and serious roles. So playing the loved-up boyfriend isn't much of a stretch. Colmar Brunton's senior account director Harriet Dixon says the soft music playing in the background helped bring out a pleasant, soothing and gentle tone to the ad, which created high levels of enjoyment throughout and also broke through the clutter amidst plenty of other Christmas themed ads.

"With its trademark style and tried-and-true casting, viewers agreed that the ad was well branded to Vodafone and had creative that was highly believable and easy to understand," she says. "The ad did well to play off viewers’ emotions, leading to the highest passive engagement score we have seen all year. The emotion, content and delivery of the creative resonated well with consumers, making the brand seem more appealing and scoring significantly higher than our norms."

A special mention goes to Airbnb whose introductory advert, showing an artsy miniature world, was seen as different by viewers and Kiwibank’s ‘Independence’ creative, which was seen as credible and drove strong brand appeal.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

So they're taking a leaf out of Countdown's book and essentially putting products on price lockdown? Meh. Can't even remember the last time I went into a Warehouse but the latest ads with yellow backgrounds are frankly a very silly ...

I have been enjoying paperboy. At 50 years of age, I am not of the demographic target, but I still have a pulse. The harbour news went from dull to dead boring once the oldtimer who wrote the opinions section ...

Gold Sponsors

Silver Sponsors

Why we like it: The Warehouse is getting real about life's complications. Waiting for a sale can be frustrating and while retail ads often promote particular discounts, this shows a change in The Warehouse's strategy to offer low process every day. It puts the focus on the customer's needs rather than the products, and in turn, makes the retailer a strong competitor in the market.

Who's it for: Fresh by Work Communication and Eight

Why we like it: Who said toilet paper ads had to be boring? Dancing and toilet paper aren't typically associated but the combination of the two makes for quite an intriguing display. And beyond its promotion of the strength and suitability for sensitive skin, the spot is sure to make the toilet paper brand the one of choice for any toilet paper-themed costume parties.

Who's it for: Fire and Emergency NZ by FCB and Tom Sainsbury

Why we like it: Nothing says check your smoke alarms like a bit of cheeky banter between a barbecue and a smoke alarm. The reminder to check your alarms is not a new one, but getting it across with anthropomorphic household items certainly offers a fresh take on the important message. If this first effort is anything to go by, then Snapchat comedian Tom Sainsbury is set to become a staple in local advertising over the next few months.